The K.I.S.S. Method
The advice I got early on in college, and business, was delivered with an acronym that I’ll never forget: K.I.S.S. – “Keep It Simple, Stupid.” Back then, Creative Directors and Copyeditors were a bit more “rough around the edges,” as many holdovers were straight out of the Mad Men era. My first boss wore cufflinks and monogrammed shirts and still believed the three-martini lunch was a thing.
It was explained (or rather told) to me that writing for the public is most effective when it’s simple. It was thought at the time, most newspaper readers consumed content at the reading level of a fifth grader, so in my journalism classes, clarity and simplicity were stressed in the journalistic writing style. I started as a newspaperman and had to break the habits of four years of creative writing classes. My editors wanted me to “keep it simple, stupid.”
Later when I jumped to the “dark side” of the business (advertising), I learned most marketing material should be written in a different style than the newspaper, but share some of the same characteristics. Simplicity was key, but I learned early on that the Rule of One was the basic tenet of copywriting. The “Rule of One” essentially is that good copywriting should focus on one idea, one reader, one promise, and one call to action.
I’ve seen many examples of ads recently where the writer forgets to K.I.S.S.
An example plucked from a recent job ad: “Are you a dynamic, quality-focused, results-driven team player who thrives working with cross-functional dynamic teams?”
Not only did the writer forget to K.I.S.S., but they made another huge mistake. Just like a lawyer, a copywriter should never ask a question where the answer is either “no” or “what?”
“Are you looking to adopt an angry 19-year-old Burmese Python with stomatitis and a recurring respiratory infection?”
“Are you looking to buy a vintage 1973 Chevy Vega with a fluxed 2.3 liter inline four-cylinder?”
“Would you like to sample some of our organically grown, chocolate-covered grylloideas, with amaranth seeds?”
If the reader has to Google it to answer you, you’ve forgotten to K.I.S.S.
MONDAY:
CELEBRATING LEANNE PILLOW
Over the weekend, Director of Business & Marketing Leanne Pillow celebrated another trip around the sun with some much-deserved birthday fun. Her positive presence is a present to us each week, so we gave her a day off this week as our gift. Happy Birthday, Leanne – thank you for making every day worth celebrating with your sensational spirit and can-do attitude.
TUESDAY:
BUILDING BRAND STRATEGY
On Tuesday, the team presented our client Commercial Steel Erection (CSE, Inc.) with our Discovery Report — a collection of all of our research and findings for their upcoming marketing efforts. The presentation went extremely well, and we’re ready to start building upon the strong foundation our teams have established together.
WEDNESDAY:
BREWING UP A BUSINESS PLAN
We are happy to announce that Madison+Main is working with longtime clients Julien Patterson and Terri Wesselman, owners of Compass Entertainment Complex, on a new project for another business of theirs in the Northern Neck. Their Front Porch Coffeehouse & Gathering Place hosts a number of amazing community events and we are helping with the launch of another monthly gathering series. That’s all we can really say at the moment, but stay tuned for more details. #Anticipation
THURSDAY:
HANGING OUT AT HOLIDAY BARN
On Thursday, members of our Creative teams and Account Executive Amanda Anderson left their desks to take a tour of our client Holiday Barn Pet Resorts. In an effort to create something special for their website, the team spent the afternoon at their Midlothian location, exploring all of the cool services and spaces Holiday Barn has to offer. Thank you for hosting our crew!
FRIDAY:
GIVING BACK
On Friday, Communications Director Kent Brockwell and Copywriter Caitlin Sherman shared the Copywriting presentation they recently gave to the Mass Communications students at VCU with the team. They highlighted the best practices for writing and how every element of branding connects back to the brand’s messaging. No matter how short or how long you’ve been in the industry, there’s always something new to learn.
Speaking of giving back, you can donate your excess assets to help fight cancer. Join our client Motleys Asset Disposition Group in contributing excess vehicles, equipment, and property to help them reach their goal of donating more than $1.4 million to the American Cancer Society. Explore your options for what you can do to contribute to a great cause.
A FEW OF OUR FAVORITE EVENTS
Chesterfield PAL Spring In Your Step 5K
Chesterfield County Police Training Academy
6610 Public Safety Way
Chesterfield, VA 23832
April 8, 2023 | 8 – 10: 30 a.m.
Put a spring in your step at Chesterfield PAL’s 2nd Annual 5K! Hit the ground running to help benefit the Chesterfield County Police Activities League (PAL). Register today.
Spring Fling Souvenir Photos
Holiday Barn Pet Resorts
Glen Allen and Midlothian Locations
April 21-22 | All Day
Does your pup love to pose? Holiday Barn Pet Resorts will be snapping pictures of all of the dogs at their Dog Day Care with a beautiful spring-themed backdrop for their Spring Fling Souvenir photoshoot. Mark your calendar!
“The ability to simplify means to eliminate the unnecessary so that the necessary may speak.” — Hans Hoffman, German-American painter